Media ethics codes concerning privacy must be updated considering the ease with which information now can be gathered from social networks and disseminated widely. Existing codes allow for deception and privacy invasion in cases of overriding public need when no alternate means are available but do not adequately define what constitutes need or alternate means, or weigh in the harm such acts do to the public trust and the profession. Building on the ethics theories of Sissela Bok and Helen Nissenbaum, (...) balancing tests can be developed under a mixed-rule deontology that confines online misrepresentation and exposing the private information of private people only to cases where good most clearly is served. (shrink)